CREATIVE BRIEF Client
Paramount Comedy
Agency
MadAds
Campaign
The Exception
Date of release
February 29, 2016
Media
Posters, Billboards, and T‐shirts
Members
Diane Delaveau, Helena Cruz, Irene, Josh Hanson, Marusa, Sara Casalengua
1. What’s the challenge? The challenge are multiple, although there is through this campaign an opportunity to focus on three objectives : ‐ Create a strategic but also creative brand image through our advertising. ‐ Think and draw a visual identity to boost the image of Paramount Comedy ‐ Via our advertising, improve and develop the communication and customer identification to Paramount industry 2. What results do we need to deliver? Through this advertisement proposal, we want to reinforce the visibility of Paramount Comedy, it uniqueness for the common public. There is a need to make stronger the brand image and give a suitable idea for Paramount Comedy. We have to show, through accessible humour, that Paramount Comedy is the best specialist in humour in the actual global market and that it is meant for all tastes and ages. 3. Who are the audience? a. 19‐44 years old b. Appealing to this target through diverse selection of TV shows ranging from South park for the younger audience, Friends and Seinfeld for the older audience, and comedians for everyone. 4. What do we know about our audience: what do they need, want or believe (consumer insight)? Possible inspiration for our campaign a. Humor out of the ordinary/ mainstream b. Originality c. Classic humor shows vs. New humor shows d. Recognizable humor 5. What do we want the audience to believe? What is our single‐minded message? Key message We want the audience to believe that we are so funny that even the Amish want to make an exception in order to enjoy our paramount comedy programs. It is also an exception in the type of humor other channels offer, as we have programs that are tough to find elsewhere on paid TV. 6. What our tone of voice? a. Warm, Light hearted, humorous 7. Why should they believe it? Reason why that supports our message. Proof points. We offer shows that are quirky, not offered on other channels, and appeal to many different ages. For example: Seinfeld, Friends, Fraser, South Park, Golden Girls...
Because we broadcast comedy from previous decades, both American and Spanish, and also new comedians and shows, we are able to stand out and offer exceptional comedy to the audience. 8. What do we want the audience to do? What’s the call to action? We want the audience to engage with us, and watch our shows so they can experience our exceptional comedy, that would cause an amish person to use electronics. This is done by us offering a wide range of shows from various countries and times, spreading all kinds of comedy to many different age groups.We would also like to encourage people to come to live shows such as monologues, embracing our content and supporting national performers. 9. What is the budget and timeframe? The budget of our advertising campaign would be roughly 2 million Euros for 1 month. This is a bold amount, but the ads would be in all of the metro stations, and would have an incredible amount of exposure. We obtained the figures from an extrapolation of the campaign on the metro done by Canal de Isabel II, which was 15 million for 12 months. 10. What else is it essential that we know? Are there any mandatory deliverables? Not at all, since it is a campaign for every adult people, our target market. 11. Creative development: Reasoning behind our creative decisions according to the given brief. Our campaign is called “The Exception” amongst comedy channels. We decided to create an ad campaign highlighting our diverse selection of hilarious shows, while maintaining a sense of consistency and cohesion in the process. The incorporation of an Amish man, implies that our channel is so funny, that it is the lone exception for the use of technology by an Amish man. By implementing multiple ads showcasing our various programs, and talent (such as our comedians) gives the audience several reasons to watch Paramount comedy, as well as providing them with several reasons why we should be considered “the exception” . Additionally, because we include the many different programs and comedians that we offer, we are showing that we can appeal to all of our target market. This is because we have shows that appeal to all age cohorts we are targeting. For example, Golden girls for our audience in their 40’s, South park for our audience from 19‐25, shows like Two and a Half Men for those 25‐40, and comedians that appeal to everyone. Because the image we have chosen is very simple, it provides us with the option of utilizing it in multiple mediums of advertising. In particular we felt that this could easily be reproduced in the form of a T‐shirt. This would not only serve as a way for Paramount Comedy to advertise, as well as a way to produce revenue. We felt the most appropriate medium for us to advertise on however, was the metro station. As a majority of our target audience will be utilizing the metro, along with hundreds of thousands of others, which ensures mass exposure. This is better than TV ads as today there is an increasing use of recorded television shows, and streaming websites, which can lead to television advertisements not being seen. The theme behind our ads is an exceptional humor. We wanted to show we are different, and that we are the only channel that offers the audience humor which is out of the mainstream and ordinary. Most importantly, we wanted to stress this idea through a recognizable humor in which our audience could feel identified with the situations our comedians describe in an original, new way. Moreover, Paramount Comedy does not want to forget about older shows which represent the highest quality in what humor is concerned. Therefore, it schedule is composed by some classic humor shows, such as Friends or Seinfeld, while simultaneously airing current TV shows and comedians. Doing this, we are offering a new type of humor network in which the quality of the content does not rely only in one feature, but in fresh new programs at the same level of successful shows.